Physics 101 says Force = Mass x Acceleration – unchallenged for centuries. Then came SRAM Force AXS, packed with cutting-edge tech that didn’t just tweak the equation – it shattered it. This wasn’t an update; it was New Physics, a paradigm shift that redefined what riders could feel and achieve.

I dove into this bold campaign as script supervisor, partnering tightly with the director to turn a visionary script into a living, breathing story that matched the product’s audacity. I also took the helm editing the product education video and traffic-driving assets – sculpting every cut to demystify the tech and amp up its wow-factor for riders.

The outcome: a product launch that made riders believe in a whole new force.